RELATIONSHIP BETWEEN INTERNAL MARKET ORIENTATION AND EXTERNAL MARKET ORIENTATION OF COMPANIES IN SLOVENIA

Vsa podjetja ali organizacije, ki delujejo na spreminjajočih se trgih, se morajo nenehno bolj ali manj spreminjati in uvajati novosti na vseh ravneh znotraj organizacije, kot tudi odjemalcem ponujati nove in spremenjene izdelke ali storitve. V organizacijah, kjer imajo zadovoljne zaposlene, vsekakor lažje in hitreje pridejo do boljših rezultatov pri prodaji, kar hkrati krepi položaj na trgu. Notranja tržna naravnanost predstavlja vse napore, dejavnosti in delovanja v podjetju, ki se nanašajo na zaposlene. S pomočjo notranjega marketinga lahko v podjetju strateško oblikujemo želeno miselnost, obnašanje in komuniciranje med zaposlenimi. Ravno tako lahko pomeni strategijo za načrtovanje in preoblikovanje delovnih mest, ki ohranjajo odlične ponudnike izdelkov in storitev. Torej je notranja tržna naravnanost tesno povezana z managementom človeških virov in marketinško funkcijo podjetja. Dobro sodelovanje zaposlenih ter hiter in natančen pretok informacij, lahko podjetju prinesejo veliko boljše rezultate dela in večji ugled. Zunanja tržna naravnanost podjetja pomeni, da redno spremlja odzivanje in vedenje odjemalcev, njihove želje in potrebe in se jim kar najhitreje prilagodi. Bistveno je, da hkrati spremlja tudi delovanje konkurenčnih podjetij in tako določa svoje kratkoročne prednosti in slabosti ter v svoje strateške in dolgoročne plane vnaša temu primerne novosti in razširitve. Ključnega pomena so informacije, njihova verodostojnost ter razširjanje in uporaba. Nujno je, da med zaposlenimi v različnih oddelkih obstaja ustrezna komunikacija, da lahko informacije pravočasno pridejo do pravega oddelka, so primerno uporabljane in omogočajo zaznavanje potreb odjemalca.All companies or organizations operating in changing markets, should be more or less constantly change and innovate at all levels within the organization, as well as offering customers new and modified products or services. In organizations where employees are satisfied, definitely easier and faster get better results in the sale, which also strengthens the position in the market. Internal market orientation represents all the efforts and activities of the company relating to employees. With the help of internal marketing in the company can design the desired strategic thinking, behavior and communication among employees. It may also mean a strategy for planning and restructuring of jobs to maintain excellent product and service providers. So the internal market orientation is closely related to the management of human resources and marketing business function. Good cooperation of employees and quick and accurate flow of information can bring much better results and more work reputation. The external market orientation companies must regularly monitor and respond to customer behavior, their needs and requirements and adapt them as soon as possible. It is essential to simultaneously monitor the operation of competitive enterprises and to determine its current strengths and weaknesses and in their strategic and long-term plan brings appropriate innovations and extensions. Crucial are information, their credibility and the dissemination and use. It is essential that the employees in different departments have proper communication, timely information that may come to the right section, are used properly and allow detection of client needs